Proceedings of the International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021)

The Effect of Advertising on Customer Engagement (Study of Ad Oronamin C in Generation Z)

Authors
Mitha Daven, Wulan Purnama Sari
Corresponding Author
Wulan Purnama Sari
Available Online 8 August 2021.
DOI
10.2991/assehr.k.210805.109How to use a DOI?
Keywords
Customer engagement, advertising, oronamine c, youTube
Abstract

Advertising on YouTube is a familiar marketing tool for consumers to see. Social media is a platform that is easy to access using the internet network. One of the platforms that is often used by generation Z children is YouTube. Everyone can easily use the YouTube app to view the videos they like. Oronamin C is a health drink originating from Japan. One of the marketing strategies implemented by Oronamin C is to make a video advertisement entitled “Oronamin C Desktop Adventure” to convey the messages contained in the Oronamin C drink. This research was conducted to determine the effect of advertising on customer engagement. This study uses a quantitative approach with descriptive research methods. This study uses a survey method to collect data. This research was conducted by distributing pretest questionnaires to 30 respondents who had watched the desktop version of the Oronamin C ad and then tested its validity and reliability. After that, a valid statement will be distributed again by means of a post-test test to 100 respondents. The theory used in this research is advertising and customer engagement. The validity technique used in this research is the classical assumption test, correlation test, simple linear regression test, T-test, descriptive analysis, and determination coefficient analysis. With the results of the T-test of 9,484> 1,984, the results of the correlation test are 0.692> 0.05, which means that the effect of advertising on customer engagement is strong. So that the results obtained from this study can show that advertisements have an effect on customer engagement from YouTube ads Oronamin C Desktop Version.

Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
8 August 2021
ISBN
978-94-6239-413-1
ISSN
2352-5398
DOI
10.2991/assehr.k.210805.109How to use a DOI?
Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Mitha Daven
AU  - Wulan Purnama Sari
PY  - 2021
DA  - 2021/08/08
TI  - The Effect of Advertising on Customer Engagement (Study of Ad Oronamin C in Generation Z)
BT  - Proceedings of the International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021)
PB  - Atlantis Press
SP  - 691
EP  - 696
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210805.109
DO  - 10.2991/assehr.k.210805.109
ID  - Daven2021
ER  -